Giving Websites a Life after Birth

Written by Sadek Drobi in Concept on July 07,2015

Companies and startups still fail at placing their website in the center of their communication and marketing. Despite their huge efforts to integrate unique up-to-date design and technology, their websites suffer from one fundamental problem: they are stagnant, right on the day of their release!

Websites are important because they centralize content and design that represents the business, offers, image and culture of the company. Social media is great, but it can be much more effective in the existence of eloquent, consistent and especially lively website.

Lively Eloquent Websites

The "living" property is what lacks today, and has always been absent from websites. They hardly evolve beyond initial specifications, probably due to complex technology and absence of proper tooling.

At, we took the challenge to solve content management problems, and websites liveness is a property that we want to enable for our users.

Imagine you want to tell a story to your customers, talk about the properties of one of your products, describe and highlight one functionality of your service, communicate about an event that is going to happen, feature a business case or share success data. Examples are infinite but all of these are valid reasons for creating rich ad-hoc pages for your stories. Rapidly creating landing pages is crucial for your social success.

Thinking about it, these landing pages need to follow the overall layout, design and identity of your website. They still need to offer enough flexibility for marketers and content writers to create rich unique stories. Basically a well defined layout with plasticity: meet Content Slices in a Fluent Layout!

Content Slices in a Fluent Layout

Content Slices allow developers to build their layout framework. Basically, developers and designers define a set of possible Content Slices. Then, they implement a fluent layout that can accommodate slices in their design, in any order.

In the provided sample, we define Content Slices of "featured items", "slides", "faq", "preview box" and "alternated items". Each of these slices can be displayed in various forms when combined with labels: "faq" can be displayed in 1, 2 or 3 columns, "featured items" can have various icons sizes, and slides can take full, half, or small height.

This way, when a marketer needs to tell a story about an important feature, offer or business case, they can easily combine slices to create a rich page telling the story in total coherence with the website's layout and design.

Content Slices vs Drag and Drop Builders

This approach is far superior to drag-and-drop page builders. It frees designers and developers creativity when implementing the layout, while providing marketers and content writers with a lot of possibilities to build rich ad-hoc pages without breaking the overall design.

It is as if every website implements its nifty layout frameworks, for marketer to tell better stories. That's about Content Slices and Fluent Layout.

Web is Advancing Fast, Websites Need to Follow

The fact that communication has completely shifted to social services, and the emergence of rich blogging platforms like Medium, are clear indications that websites haven't evolved fast enough, yet they absolutely need to do so today. I think, at, we've taken one important step in the right direction but more is still to come.

If you need to take's Content Slices for a spin, we've created a sample website that you can clone and play with. Also drop us a line if you want to have them enabled for you content repository.

Sadek Drobi

Sadek is the CEO of and co-created the Play Framework. He also helped LinkedIn and Twitter to scale their architectures. He's an avid badminton player and Juventus fan.